ELGIN, IL — In response to the demands of an increasingly competitive global marketplace, and to customer requests for integrated solutions, the Chicago Rawhide brand, known to many simply as CR, has announced it is transitioning to focus solely on the SKF brand identity. SKF is the parent company of CR.
Effective immediately, the Chicago Rawhide brand will begin its transition into the SKF mono-brand structure, part of the company’s goal to create one global, universally recognized SKF brand. The products, employees and facility locations will remain unchanged.
“Ultimately, combining SKF and Chicago Rawhide knowledge will create a stronger global SKF brand,” said Per Jacobsson, director of marketing communications, SKF. “Our customers will benefit from the synergy of the world’s most experienced bearing and seal experts-working together, sharing over 225 years of combined knowledge to provide effective solutions to industry’s continuing challenges.”
The most visible signs of Chicago Rawhide’s transition into SKF will be reflected in product packaging, printed materials and signage. Beginning in June 2005, SKF will transition to new packaging that carries a prominent blue and red SKF product brand mark in place of the CR logo.
Most of the new packaging will include four-color CAD generated illustrations. Packaging for seal products will carry an updated and modernized green color, providing a visual link to products previously sold under the CR brand. Certain well-known product names, such as Scotseal and Speedi-Sleeve, will remain in the SKF product mix.
For more information about SKF, visit: www.vsm.skf.com.
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